SEM Performance Measurement and Analytics 5

Question 1

What is the primary difference between 'All Conversions' and 'Conversions' in Google Ads reporting?

Accepted Answer

'Conversions' only includes actions you've selected to optimize for; 'All Conversions' includes every tracked action

Answer

The 'Conversions' column only includes conversion actions set to be included in bidding, while 'All Conversions' captures every tracked action.

Question 2

An SEM manager wants to measure incrementality. Which method best achieves this?

Accepted Answer

Running a geo-based or audience holdout experiment to isolate the causal impact of ads

Answer

Holdout experiments with a control group that doesn't see ads are the gold standard for measuring the true incremental lift from SEM campaigns.

Question 3

Which Google Ads metric indicates how often your ad was shown in the very top position above organic results?

Accepted Answer

Absolute Top Impression Share

Answer

Absolute Top Impression Share measures the percentage of your impressions shown as the very first ad above organic search results.

Question 4

A campaign's CPA suddenly doubles. Which analysis should be performed first?

Accepted Answer

Segment performance by device, time, and keyword to identify where the change occurred

Answer

Segmenting by device, date, keyword, or audience isolates the root cause before making changes that could worsen performance.

Question 5

What does cross-device conversion tracking measure in SEM?

Accepted Answer

Conversions where the click happened on one device and the conversion on a different device

Answer

Cross-device conversions track user journeys that start with a click on one device and complete the conversion on another device.

SEM - Search Engine Marketing Practice Test